International marketing: Global brands, marketing

 

Companies face a strong imperative to make their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their bra ...

The 2008 BrandZ Top 100 Most Powerful Brands survey found the global value of leading Chinese brands is climbing exponentially. This paper analyses the survey and asks whether these brands (which incl ...

Advertising planning for global markets requires an understanding of how markets vary and develop at different rates. Markets can be divided into three life-stages: adolescent (Saudi Arabia and Poland ...

This article poses the question of why there are so few case studies demonstrating success in multi-market campaigns. In the first instance, multinational campaigns are difficult to get right, and oft ...

This paper describes the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main E ...

In this article, Leo van Sister, founder and partner of Brand Custodians®, discusses what makes successful global brands, and what keeps them as marketing powerhouses in a changing technical world.

This article challenges the conventional, centralised model for global marketing. It argues that the best ideas are likely to be produced at a local level and will stand the test of geography or cultu ...

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The i ...

Omar Mahmoud draws some useful lessons for people engaged in marketing from watching a DVD of Al Gore's movie, An Inconvenient Truth.

The forthcoming 2008 Olympic Games will establish China as the second largest world economy, and confirm the shifting of power from West to East. This article summarises the reasons for China's rapid ...

This article offers advice to US brand marketers trying to engage with fast-growing emergent markets. Five guidelines are offered: 1) understand the local infrastructure; 2) stay on the global message ...

With trade funding growing to some 20% of sales revenue, often at the expense of above-the-line budgets, Brian Moore, managing director of EMR-NAMNEWS, debates the increasing influence of key account ...

Making sense of change is key to business survival and business growth, particularly for a business serving the constantly changing needs and wants of consumers. This paper argues that identifying 'tr ...

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today ...

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much o ...

For young people across the globe making a connection with like-minded friends and a social network is a priority and all of them are immersed in the process of ‘becoming’ who or what they aspire to b ...

This paper assesses the opportunity of offshoring for the market research industry, and examines the benefits and risk involved in the execution of the various market research processes from the persp ...

International ad campaigns present a variety of challenges, most obviously with regard to language and culture, but also in relation to how a client and agency work together. Based on a case study of ...

Hamsini Shivkumar, vice president and head of planning for JWT Mumbai, examines the nature of global brand communications - and argues for her view that 'global brands need a global brand idea but not ...

Geoff Wicken, TGI global product development director at BMRB, describes the TGI Global Socio-Economic Levels (SEL), a multi-country classification scheme that links together surveys possessing their ...

The Chief Marketing Officer and Group VP, Personal Care, at Unilever describes how Unilever's structural reorganisation has improved global brand development. While operational implementation remains ...

Anti-globalisation thinking is strong across Europe, especially in France and Germany. This paper explores how anti-globalisation thinking affects younger consumers, an important market for brand owne ...

Ian Buckingham, BY2W Consulting, and Philip Kitchen, Professor of Strategic Marketing at Hull University Business School, discuss the role of the CEO in today's global business and his or her responsi ...

Describes some of the lessons learnt by Enterprise Rent-A-Car, an American company, when it started marketing first in Britain and then elsewhere in Europe. Considerable attention to detail is needed ...

Discusses the problems faced by global brands in their attempt to be both globally consistent and locally responsive. The article summarises and explains three stages of development: 1) up to the 1980 ...

Standard Chartered Bank has over 500 locations around the world and employs over 30,000 staff. It created a new customer feedback survey to get customers to evaluate their experiences and identify way ...

This paper reviews some of the key issues facing organisations that monitor customer satisfaction on a global basis. In particular, it investigates the banking sector and draws on the experience of gl ...

Stephen White, chief executive of Effective Media Management (EMM), and Charles Dawson, an independent marketing and media consultant, reflect on the risks inherent in managing big international media ...

Since its introduction in various markets over the past year or two, Multi Media Message (MMS) photo-messaging has been heavily hyped – firstly, as a potential ARPU-driver for the networks, and second ...

Convergence is a broad term that defines the coming together of technologies and industries in delivering wired and wireless voice and data content. This paper assesses global Internet trends and exam ...